November 2025
Black Friday Campaign
About Blank
Date
November 2025
Timeline
2 Weeks
Client
About Blank
Industry
Fashion
A Black Friday system built from the brand's own name, and its digital roots.
For About Blank's Black Friday campaign, we built a graphic system within the brand's existing identity, developed alongside co-founder Jack Henderson. Black Friday is crowded with fashion campaigns, so the brief called for something distinct rather than louder. The concept played on the brand's own name, leaning fully into its digital nature: a mono digital typeface, minimal type, and repeating graphic elements gave the system a consistent, unmistakable rhythm across every asset.
Services
Delivered
- Campaign
- Digital
Boxes, brackets and underscores: the language of a digital brand, made visible.
Textural, digitised typography sat over the campaign imagery, giving the system a tactile edge despite its digital-first thinking. Playful graphic details, boxes, lines, brackets and underscores, threaded throughout the campaign: small nods to the language of code and interface that reinforced the digital lean without needing to say it outright.
The system's typography, PX Grotesk from Optimo Foundry, was chosen for how directly it engages with screens themselves. Designer Nicolas Eigenheer built the typeface around the constraints pixels impose, rather than working around them, letting pixelated numbers sit against a cleaner sans serif. That contrast gave the campaign a literal way of speaking to the world it was made for, rather than just referencing it.
